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LinkedIn Survey Finds Most Tech Buyers Engage Socially With IT Vendors

December 12, 2012
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In a study that underscores the importance of social media in the technology buying process, LinkedIn found that almost three-quarters of tech buyers engage with IT vendors on social networks as part of their decision process. The report, “IT Purchasing Goes Social,” was based on an online survey of 1,176 global IT decision-makers, conducted by Forrester Research for LinkedIn in the third quarter. “Within the technology sector, we have been seeing a rapid evolution of digital technologies and what looks like big adoption of social media,” said Mike Weir, head of the category development-technology sector at LinkedIn...

 

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There. I've said it out loud. Now let the crucifixion begin. But before you write a retaliatory remark, hear me through. While I strongly believe that B-to-B marketing strategies can leverage many different marketing channels, I don't think social media is at the top of my "things-I-must-do-to-help-drive-my-business-forward" list. Why? Because too many brands still need to get their act together in the basics, before spending precious resources chasing their tails on platforms that will yield very little to the bottom line.
 

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